Small business marketing
Author(s)
Bibliographic Information
Small business marketing
Palgrave Macmillan, 2014
2nd ed
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Note
"First edition published 2002. This edition published 2014"--T.p. verso
Includes bibliographical references and index
Description and Table of Contents
Description
In this new edition of Small Business Marketing, Ian Chaston offers an insightful alternative to classicist and mainstream marketing theories, drawing upon personal experience to demonstrate how a combination of established theories and empirical evidence is the key to more successful marketing performance.
This book introduces students to all the key aspects of, and theories behind, the small business marketing process and encourages them to apply their knowledge to best suit different companies and scenarios.
Key Features:
- Introduction to classic marketing theory - and its relevance to SMEs
- The role of entrepreneurship
- Small firms' reaction and adaptation to the economic climate
- The pros and cons of internet marketing
- The introduction of social networking as a promotional opportunity
Small Business Marketing is the perfect companion for any undergraduate or postgraduate studying small business marketing.
Table of Contents
1. Philosophy and Process
2. Information Management
3. Risk Assessment
4. Small Firm Internal Competence
5. Market Positioning and Competitive Advantage
6. Marketing Planning
7. Product Management and Innovation
8. Promotion
9. Pricing and Distribution
10. Information and Operations
11. Service Marketing
12. International Marketing.
by "Nielsen BookData"
